Comparative Tourism Marketing : Case Studies
Contents: Preface. 1. Tourism in Crete : a Swot analysis/Karagiannis Stefanos. 2. Tourism marketing cases from Albania and Macedonia/Liljana Elmazi and Jovan Stojanoski. 3. Strategic tourism marketing in Kenya: reflections on the Nyanza/Western region/Roselyne N. Okech. 4. Marketing management of Serbian tourism/Slobodan Cerovic. 5. Application of marketing concept within the airline industry: the case of Albania/Areti Stringa. 6. On line advertising and distribution of touristic services/Tatjana Petkovska Mirchevska and Nada Sekulovska. 7. Community based tourism: bringing marketing closer to the society/Babu P. George. 8. Comparative tourism marketing case studies/Liljana Elmazi and Alexandru Nedelea. 9. Kalypso adventures: a case study of innovation, entrepreneurship, and niche marketing/Manoj Edward and Babu P. George.
"In its days infancy, tourism marketing theory was nothing but simple applications of the generic theory of marketing. Over a period of time, it has grown as a disciplinary area worthy of studying itself. Yet, what came to mind when we thought about tourism marketing was s set of universally applicable theories and their unproblematic applications in the specific case of the tourism industry. However, many recent studies have highlighted the fallacy of this approach.
Social science theory in general is culturally sensitive. In relatively stable and slowly evolving cultures, theories may take more static forms. But, tourism theory mostly is about dynamic, floating, and every changing populations and these characteristics do not lend themselves to rigid frameworks or universality. The relevance of the present book, aptly titled "Comparative Tourism Marketing" should be viewed in this context.
We understand the fallacy of the hope of generalizability and have not attempted it as an overarching scheme. Instead, we asked the contributors of this volume to go into the depths of specific marketing situations to identify what is unique and what is more general. To the critic who might ask what the purpose of science is when the kernel is unique, our response is two-fold: one, the poetic pleasure of realizing uniqueness in phenomena; two, getting exposed to uniqueness in different contexts will help to sharpen our senses to anticipate, find out, and respond to uniqueness in phenomena that we will encounter in the future.
With a wide variety of papers over an equally wide variety of marketing related themes, the present volume aims to satisfy the diverse needs of diverse audience." (jacket)
